Chad Mahood and Emily Moyer-Guse will present some of their collaborative research during our January 9th meeting. The title of their talk is: "The Role of Humor in Entertainment-Education Effects on Safe Sex Attitudes and Intentions." An abstract of their talk follows.
Recent research examining the prosocial effects of entertainment television on safer sex attitudes and practices, has yielded inconsistent results, particularly by gender. This could be because this research typically examines dramatic genres (e.g., daytime and primetime soap operas). Perhaps males would respond differently to a more gender neutral genre (e.g., situation comedy). Study 1 randomly assigned college students to view one of three versions of an unplanned, teen pregnancy storyline in a situation-comedy (pregnancy storyline with humor, pregnancy storyline with the jokes that add comic relief at serious moments in the pregnancy storyline removed, no pregnancy storyline). This manipulation tested competing theoretical questions about the role of humor. Will humor function as a positive reinforcer or trivialize the issue of teen pregnancy? Results revealed marginally significant support for the role of humor as an effective message strategy. However, several manipulation check items revealed that the humorous condition was not always perceived as the most humorous. Study 2 addresses this issue by adding additional measures of viewer perceptions and increases power.
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